The restaurant group, which was founded in 1994 by Thor Andersen and brothers Kim and Jens Rahbekand, currently operates nine restaurants in the greater Copenhagen area. The company decided the next closest city with the best infrastructure and investment opportunities was London.
The 4,000sq.ft site on Wimbledon Hill Road will be the first outside Denmark and will serve around 100 covers with space for 20 more people to drink at a bar and lounge area.
Sushi for those who don't like fish
Speaking to BigHospitality Andreas Karlsson, operations director for Sticks'n'Sushi, explained the reason behind the slogan described on their website as a 'sushi restaurant even for those who don't like fish.'
"You want to explain that it is more than just sushi that we are offering. It is a good range on our menus," he said. Each of the restaurants operate two kitchens - one for traditional sushi and one for yakitori.
Karlsson, who previously worked as the director of franchise for Wagamama, explained Sticks'n'Sushi was offering something different to his previous employers.
"We are not the really fast casual that Wagamama is on the high street. I would say we are affordable luxury where for lunches you can absolutely be in and out in an hour and have a good value lunch but in the evening I would say that our dwelling time will be much longer than the likes of Wagamama," he said.
The move to London has been a long time in the planning, Karlsson revealed. Sticks'n'Sushi spent more than two years looking for a suitable site and completing the negotiations to secure it.
"Sticks'n'Sushi is almost 18 years old and has been organically growing in the greater Copenhagen area in this time and they have always had a plan to take it across borders because the success in Denmark is significant and we believe that the concept certainly will fit a market outside Denmark," he said.
If the London site is a success then further expansion is planned but Karlsson says the company will not rush into opening more restaurants.
"If we can prove the concept is working outside the borders of Denmark then we will bring it to other parts of the world when the time is right through a partnership or through our own funds. We haven't got there yet, you shouldn't plan too much, you should focus on one thing at a time," he added.